From the #ShotOniPhone challenge to your favorite Instagram model’s description of their latest photo shoot, hashtags help guide those who would absolutely love your content straight to your page. Let’s explore #Hashtags and why they’re so important for content creators on Instagram.
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A hashtag is a word or phrase preceded by the # (hash) symbol. Originally popularized on Twitter (remember that app?), these tags are now foundational to discovery and search systems across social media platforms.
For example, if you’re an aspiring travel influencer, adding #TravelPhotography to your Instagram post will group that content with all other posts using the same tag. This means anyone searching for travel-related content can potentially discover your posts.
Hashtags turn any word into a clickable link, creating an instant archive of all posts using that term. This gives Instagram users an organic way to find and connect with like-minded content and communities.
For example, here are a few key types of hashtags you may see on Instagram:
- Niche hashtags (#PlantMoms, #FoodieDiaries)
- Branded hashtags (#NikeRunClub, #ShotOniPhone)
- Community hashtags (#WomenWhoTravel, #BlackTravelFeed)
- Campaign-specific hashtags (#12DaysOfGiveaways)
- Trending hashtags (#MondayMotivation, #OOTD)
Each type serves a slightly different function, but all help amplify your content’s reach.
How hashtags work on Instagram
Instagram’s algorithm uses hashtags to help organize content for users who may find it interesting. When you add a hashtag to a post or Story, it becomes associated with that keyword. Users can follow hashtags just like accounts, and Instagram’s Explore page frequently features posts tagged with popular or trending hashtags.
Every content creator should know how hashtags work. Here’s how hashtags factor into Instagram’s content discovery pipeline:
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Searchability: Hashtags are indexed by Instagram’s search engine. Users can type in a keyword and browse posts under that tag, making your content more discoverable to people outside of your followers.
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Explore page exposure: Instagram’s Explore page uses a mix of AI and engagement metrics to showcase high-performing content. Hashtags play a role in this by telling the algorithm what your post is about and who it might interest.
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Feed categorization: Using relevant hashtags signals what category your content belongs to, which helps Instagram suggest your posts to users who engage with similar media.
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Community engagement: Hashtags can connect your content with specific communities and conversations. Using community hashtags can drive authentic engagement from people who care about the same interests or causes.
Still, it’s important to remember that not all hashtags are created equal: Instagram allows up to 30 hashtags per post, but simply maxing out won’t guarantee results. Quality, relevance, and strategy are key.
15 Steps to Becoming an Instagram InfluencerIf you’re wondering, “Are hashtags still relevant?,” the answer is yes—but only when used correctly. Here’s why hashtags remain a smart strategy:
- Increase reach: The most obvious benefit is that hashtags help new people discover your content. This is especially crucial if you’re growing an account or promoting a brand.
- Build a community: Hashtags can help you find and be found by people in your niche or community. Participating in hashtag-driven challenges or movements builds visibility and fosters connection.
- Boost engagement: Posts with at least one hashtag usually get more engagement than those without. Strategic hashtagging increases the chances your content appears in front of interested users.
- Track campaigns: Branded hashtags can help you monitor the reach of a marketing campaign or user-generated content initiative. They offer a simple way to organize and analyze content tied to your brand.
If you’re new to Instagram or looking to boost your reach, you might be tempted to copy-paste a list of the most popular hashtags. Just remember: These tend to be way oversaturated, and your post can easily get lost. Still, understanding what’s trending can help you make informed choices.
Here are some of the most consistently popular hashtags:
- #Love
- #InstaGood
- #PhotoOfTheDay
- #Fashion
- #Beautiful
- #Happy
- #TBT
- #Like4Like
- #FollowMe
- #PicOfTheDay
- #Nature
- #Travel
- #Fitness
- #Foodie
- #OOTD (Outfit of the Day)
These hashtags have millions of posts and enormous reach, but they’re also incredibly competitive. You’re better off mixing a few high-volume hashtags with medium- and low-volume ones specific to your niche or content type.
Using hashtags effectively requires more than just slapping #Love on a photo and #Praying for Instagram fame and Instagram money. Here’s how to craft a hashtag strategy that actually works.
1. Research.
Look at what similar creators, brands, or competitors are using. Browse relevant tags and assess how active they are. Are the posts high quality? Are they getting solid engagement?
2. Mix it up.
Instagram allows up to 30 hashtags per post, but you don’t have to use all 30 (in fact, you probably shouldn’t). Aim for a mix of the following:
- Broad hashtags (#WatercolorPainting)
- Niche hashtags (#CubanStreetScenes)
- Branded hashtags (#YourCompanyName)
- Community-driven hashtags (#WomenWhoExplore)
3. Add hashtags in the caption or first comment.
You can include hashtags directly in your caption or place them in the first comment to keep your post looking clean. Either method works the same, algorithmically speaking.
4. Create a branded hashtag.
If you’re a business, brand, or influencer, come up with a unique hashtag that customers or followers can use (for example, #ShareACoke or #AdobePerspectives). This builds brand identity and encourages user-generated content.
5. Tailor hashtags to your post.
Generic hashtags like #PhotoOfTheDay or #Love won’t help much unless your content genuinely matches those themes (and they may barely help, even then). Always use hashtags that reflect what your content is actually about.
6. Keep a hashtag bank.
Save groups of hashtags relevant to your common themes—like fitness, fashion, photography, or food—so that you have a go-to list to choose from. Rotate these tags to avoid being spammy.
Now that you understand the basics of IG hashtags, here are some best practices and pitfalls to keep in mind.
Do:
- Use relevant hashtags: Always match your hashtags to the content in your post. Irrelevant hashtags can frustrate users and confuse the algorithm.
- Monitor performance: Use Instagram’s insights feature to see how your hashtags are performing. Track which ones drive the most reach and adjust accordingly.
- Engage with other hashtags: Don’t just use tags on your own posts—explore them, as well. Like, comment, and follow people in your niche to build real relationships and boost your presence.
- Update your strategy: Hashtag popularity changes like the wind. Regularly refresh your list and experiment with new tags based on current trends.
Don’t:
- Use banned or spammy hashtags: Some hashtags have been flagged or banned for spam. Using them can hurt your visibility or even get your post shadowbanned, so be sure to avoid them.
- Overuse hashtags: Repeating the same block of hashtags over and over can make your content look spammy. Instagram’s algorithm might penalize you for this behavior.
- Overstuff your caption: If you’re placing hashtags in the caption, don’t let them overwhelm the actual message. Use line breaks or put the hashtags at the end—no one wants to read a paragraph of hashtags. No one.
- Assume more is better: Just because Instagram allows 30 hashtags doesn’t mean you should use 30. Instagram recommends using three to five instead.
Hashtags aren’t a shortcut to virality, but they can help you on your way there. Use them wisely, and they can be an influencer’s best friend.